The main goal of the paper is to understand attitudes toward advertising in Europe, using representative consumer surveys conducted in EU countries. The study is informed by two large consumer national surveys conducted in Spain and Romania using a multi-stage random sampling method. In both observed countries the sampling frame was represented by the adult population living in urban areas.
CITATION STYLE
Petrovici, D., & Etayo, C. (2016). When Less is More: A Comparative Study on Advertising Avoidance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 86). Springer Nature. https://doi.org/10.1007/978-3-319-18696-2_34
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